The days in which everyone watched the same three television networks or strictly formatted radio stations are done, says Bridge Ratings President/CEO Dave Van Dyke.
Looking at what he calls the dismantling of mass appeal, Van Dyke blogs that “Our world has been grouping consumers in 15-20 year cohorts since Mad Men on Madison Avenue discovered segmentation. Unfortunately, targeting consumers in this mass approach today is going against the momentum of societal changes due to technology’s impact on behaviors.”
Swimming upstream is not producing the kinds of engagement that marketers and radio stations are used to, he writes.
It’s becoming harder to tag a label of understanding on a generation, according to the audience research expert, who says while radio has begun to take advantage of digital tools, the medium needs to “dismantle” the notion of mass appeal.
